Grubhub, a major player in the food delivery industry, is relaunching its Seamless brand in New York City and updating its national visual identity for Grubhub. This decision comes as part of a broader strategy to align with customer preferences and strengthen brand positioning in key markets.
“Seamless was founded in New York City in 1999 by two lawyers who wanted a better way to order food to the office than using paper menus and calling nearby restaurants for delivery,” according to the company. “Seamless originated the food delivery industry in the city and became synonymous with How New York Eats.”
Despite the merger with Grubhub in 2013 and attempts to align Seamless with Grubhub’s visual identity in 2021, the brand retained a strong following in New York City. In light of these findings, Grubhub is collaborating with Forsman & Bodenfors to revitalize Seamless in New York City: “While Grubhub will remain our national brand, we’re bringing Seamless back to the forefront in New York City.”
Customers can expect a refreshed look and feel tailored to New York’s unique food culture, featuring zero fees from select restaurants and regular promotions from notable eateries. “We’re delivering on the intricacies of How New York Eats with zero fees from the best of New York’s food scene and low fees every day across our merchant network,” the company noted.
In tandem with Seamless’s relaunch, Grubhub will also undergo a visual update nationwide. The updated identity will feature “bolder colors, an evolved wordmark and an updated typeface,” while straying from the house icon with fork and knife.
Grubhub has significantly expanded its offerings by adding 90,000 merchants, including convenience stores and groceries, and has improved its loyalty programs with features like reduced fees. Through these efforts, combined with the loyalty of its customer base in New York City, Grubhub aims to solidify its role as a leading food delivery service.
